Principles of marketingPPT学习教案

Companywide Strategic Planning
Company
Disney Nike
Product-Oriented Definition We sell books, videos, CDs, toys, consumer electronics and other products online
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Marketing Strategy and the Marketing Mix
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Marketing Strategy and the Marketing Mix
Market segmentatiCounstoismtehr-eDdriivveinsiMonarokeftiangmSatrrakteegt yinto distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mixes
Time consuming Expensive Focus on current businesses, not future planning
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Companywide Strategic Planning
Developing Strategies for Growth and Downsizing
and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities
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Companywide Strategic Steps inPSltarantengiicnPglanning
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Companywide Strategic Planning
Strategic business unit (SBU) is a unit of the companyAnthaalytzhinags athseeCpaurrarteentmBisussiionnesasnd objectives that can bPeoprltafonlnioed separately from other company businesses
Principles of marketing
会计学
1
Company and Marketing Strategy
Topic Outline
Companywide Strategic Planning: Defining Marketing’sBusiness Portfolio Planning Marketing: Partnering to Build Customer
We create fantasies— a place where dreams come true and America still works the way it’s supposed to
We bring inspiration and innovation to every athlete* in the world (* if you have a body, you are an athlete)
ent
Product developm
ent
Diversificati on
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Companywide Strategic Planning
Developing Strategies for Growth and Downsizing Product/market expansion grid strategies
• Improve profits
Marketing objectives
• Increase market share
• Create local partnerships
• Increase promotion
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Companywide Strategic Planning
Designing the Business Portfolio
Product development is a growth strategy that offers new or modified products to existing market segments
Diversification is a growth strategy through starting up or acquiring bus第i1n6页e/共s3s4页es outside the company’s current products and
We run theme parks
We sell athletic shoes and apparel
Market-Oriented Definition
We make the Internet buying experience fast, easy, and enjoyable— we’re the place where you can find and discover anything you want to buy online
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Companywide Strategic Planning
Defining a Market-Oriented Mission
The mission statement is the organization’s purpose, what it wants to accomplish in the larger environment
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Companywide Strategic Planning
Setting Company Objectives and Goals
Business objectives
• Build profitable customer relationships
• Invest in research
第18页/共34p页roduce, market, deliver, and
Planning Marketing
Partnering to Build Customer Relationships
Value delivery network is made up of the company, suppliers, distributors, and ultimately customers who partner with each other to improve performance of the entire system
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Companywide Strategic Planning:
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Companywide Strategic Planning
Problems with Matrix Approaches
Difficulty in defining SBUs and measuring market share and growth
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Planning Marketing
Partnering to Build Customer Relationships
Value chain is a series of departments that carry out valuecreating activities to design,
Market development is a growth strategy that identifies and develops new market segments for current products
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Companywide Strategic Planning
Developing Strategies for Growth and Downsizing
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Companywide Strategic Planning
Developing Strategies for Growth and Downsizing Product/Market Expansion Grid Strategies
Market penetratio
n
Market developm
Identify key businesses (strategic business units, or SBUs) that make up the company
Assess the attractiveness of its various SBUs
Decide how much support each SBU deserves
The business portfolio is the collection of businesses and products that make up the company
Portfolio analysis is a major activity in strategic planning whereby management evaluates the products and businesses that make up the company
Relationships Marketing Strategy and the Marketing Mix Managing the Marketing Effort Measuring and Managing Return on Marketing
Investment
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Companywide Strategic Strategic plannSintPrgaltaiesgntinhceiPnlpagrnonciensgs of developing
Product/market expansion grid is a tool for identifying company growth opportunities through market penetration, market development, product development, or diversification
Market-oriented mission statement defines the business in terms of satisfying basic customer needs
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We help you organize the world’s information and make it universally accessible and useful.
Companywide Strategic Planning
Developing Strategies for Growth and Downsizing
Downsizing is the reduction of the business portfolio by eliminating products or business units that are not profitable or that no longer fit the company’s overall strategy
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Companywide Strategic Planning
Developing Strategies for Growth and Downsizing
Market penetration is a growth strategy increasing sales to current market segments without changing the product
Company division Product line within a division Single product or brand
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Companywide Strategic Planning
Analyzing the Current Business Portfolio